Media relations in an evolving media landscape

Abstract

Purpose – The purpose of this paper is to test the viability of the media relations framework, Mediating the Media model (Pang, 2010), and ascertains its relevance to practitioners in a changing media landscape in Singapore where social media is emerging as an alternative source of information tool. Design/methodology/approach – In-depth interviews with 20 media relations practitioners who were former journalists. Practitioners with journalism experience were chosen as they perform better at media relations (Sallot and Johnson, 2006a; Sinaga and Callison, 2008). Findings – The model posits two sets of influences, i.e. internal (journalist mindset, journalist routines and newsroom routines) and external (extra-media forces and media ideology) in media relations. Internal influences were found to be more prevalent than external influences and journalist mindset was the most pervasive factor influencing media relations. Research limitations/implications – Findings are based solely on interviews and some claims cannot be corroborated. As this is a qualitative study situated in one country, it is also not generalizable. Practical implications – This study will serve useful insights for new practitioners to approach media relations in a holistic and systematic manner and for seasoned practitioners to re-evaluate their current media strategies. Originality/value – This inaugural test found rigor in the model, and affords an in-depth understanding of the dynamics of journalist-practitioner relationships in a changing media landscape. It also presents an intriguing opportunity for the model to be applied to countries where the media industry operates under vastly different environments so as to ensure that the model stands up to scrutiny as it seeks to be positioned as a viable model for media relations.

Building effective relations with social media influencers in Singapore

“…This method allows researchers to "really understand the people you study, " offering researchers the opportunity to probe deeper for information and "get under the skin" of the people who have gone through a specific experience or phenomenon (Hickson, 2003, p. 212). This study replicates the method used previously by Pang et al (2014) whereby rich insights were yielded. Booth & Matic's (2011) influencer index was used.…”

“…All of them are active on at least two social media platforms -their blogs and Facebook. However, most of them held more than two social media accounts, the more popular ones being Twitter and (2) Media ideology, which defines media organizations' societal role and existential meaning.Since the model has been found to be rigorous when applied to journalists (Pang et al, 2014), this study aims to test it on SMIs, given their similarities in media roles. The following research questions are posed: RQ1: How can knowledge of the set of internal influences be used to build effective relations with SMIs?…”

“…With a highly regulated media industry anchored by two local media players, Singapore Press Holdings, which owns most of the print media, and MediaCorp, which owns most of the broadcast media (Pang, Chiong, & Nasrath, 2014), organizations are seeking creative avenues to get their messages out to target audiences instead of traditionally seeking publicity via mainstream media.…”

Role of Language and Corporate Communication in Greater China

“…Pang et al ( 2014b ) argued that even with the proliferation of social media, engaging the mainstream media remains critical. Pang et al ( 2014b ) argued that even with the proliferation of social media, engaging the mainstream media remains critical.…”

“…Pang et al ( 2014b ) argued that Singapore's highly legislated media industry is anchored by two local media players, Singapore Press Holdings, which owns most of the print media, and MediaCorp, which owns most of the broadcast media. Pang et al ( 2014b ) argued that Singapore's highly legislated media industry is anchored by two local media players, Singapore Press Holdings, which owns most of the print media, and MediaCorp, which owns most of the broadcast media.…”